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Why Use an Adwords Campaign?

Sunday, December 09, 2012 Katherine Anderson

There are many reasons to run an Adwords Campaign for your Products or Services, even if you do happen to have a killer SEO strategy that has you at the top of the Search Engine Results for your targeted keywords.

Adwords can be switched off and on when you need it. This makes it very versatile and unbelievably handy when you need to quickly gain a larger audience, launch your next sale period or increase customer purchases over the Xmas period. You can also change your budget same-day which means that if you want to suddenly increase spend or switch off during a slow period, this is the perfect Advertising medium for you.

We can measure the success of your Adwords campaigns and not just by seeing how many people click on your ad. We can also see what they do once they get to your Website, if they convert into paying customers, sign up to your newsletter, fill-out a contact us form or buy from your eCommerce cart. This makes for a transparent advertising medium where we can track conversions, work out the cost per acquisition and then equate this to actual profit and your return on investment.

As an example, if a click on your Adwords Campaign costs on average $1.50 and you had 10 clicks today then Google has charged you $15. Now lets say that you had 3 people order a service from that click at a profit of $50/service. You can now see that for a $15 outlay you have gained $150 in services which equates to $135 in actual profit. This allows us to scale your Adwords campaigns based on the conversion cost, budget you have to spend and results you are gaining. Very cool stuff.

So how do you target customers in Adwords? Using keywords you choose that your potential customers would potentially type into a Google Search. With Adwords Display advertising you can also choose websites that your target market are likely to frequent or YouTube movies that are about your product or service and have your ad in the pre-roll or post-roll of the video. We can also choose your audience by location ie. 'Newcastle' or a radius from a location like '75km from the Newcastle City Centre'. We can also choose the time of day you prefer your ads to run, language your customers are likely to speak, browser type and device they are viewing the ad on.

What if you are already ranking on the first page of Google in your preferred keyword or phrase? Well research has shown that by adding Adwords Ads to your SEO campaign, you can increase your click-through rates by up to 89%. Basically it means that the more times on a page your potential customer sees your website link or ad (branding) and the more real estate you take up in the search results, the more authoritative and trusted your site is. This makes it more likely that a customer will click on your ad and potentially convert into sales.

Also consider the option to just use Adwords to help keyphrase searches where you may not be getting the organic SEO results you are looking for. After all, there are only so many phrases per page that can be targeted organically and you may have more phrases to test to attract customers.

Adwords is also a godsend for new websites with the ability to get instant results and move to the top of the search page quickly, while waiting for your organic SEO to take hold and your site to be spidered and optimised. It is also a great way to test changes to a website and different landing page layouts to see which ones get a better result and convert more quality leads at a lower price.

With Adwords spanning 80% of the websites on the web, it is the most powerful online marketing tool to have in your arsenal. Once setup, it can also be used to control the ebb and flow of your profit margins by adding and subtracting to your advertising requirements as you need. We also have available free $100 vouchers to get you up and running with your account so that your first Adwords campaigns are on us.

Talk to Sirocco about how your business could gain from Google Adwords and how to get you setup now.